To pitch brands for UGC, send a message under 100 words that names something specific about the brand, links one relevant sample video, and ends with a single clear question. Aim it at small and mid-size brands already running ads in your niche, by email or Instagram DM, and follow up once after 4 or 5 days. Do that 10 to 15 times a week and replies become a matter of math, not luck. This guide covers building a target list, exactly what to write (3 copy-paste templates included), the mistakes that get you ignored, and how to flip the model so brands come to you.

How do you find the right brands to pitch?

Not every brand deserves a message. Before writing a word, look for three signals:

  • They already pay for ads. Check the Meta Ad Library, TikTok's ad library, or simply the sponsored posts in your own feed. A brand running ads has a content budget and a constant appetite for fresh creative.
  • They are active on social, but their content is thin. A brand posting polished studio shots with zero creator content clearly invests in marketing; UGC is exactly the piece it is missing.
  • They fit your niche and your life. Only pitch products you could credibly use on camera. A skincare creator pitching a fishing brand convinces no one.

Favor small and mid-size brands over household names: the founder often reads their own inbox and decisions take days, not quarters. Build a list of 20 to 30 in a simple spreadsheet (name, contact, channel, date pitched, follow-up date, reply) and treat it like the sales pipeline it is.

Where should you contact brands?

  • Email is the strongest channel. It reaches decision makers and does not vanish into a message request folder. Find the founder or marketing lead by name on LinkedIn or the brand's About page.
  • Instagram DM works well for small brands. The person answering is often the founder, and your pinned videos are one tap away, doing part of the selling for you.
  • Contact forms are a last resort, landing in a generic inbox nobody owns. Use them only when you find no name and no DM channel.

Whichever channel you pick, write to a person, never to "the brand".

The anatomy of a pitch that gets replies

Five elements, under 100 words total:

  1. One line on who you are. "I'm a UGC creator specialized in skincare." Done.
  2. One line proving you know them. Mention a product you use, an ad you saw, a recent launch. This single line kills the copy-paste smell.
  3. One relevant sample. A link to one video in their niche, not a folder of everything you ever filmed.
  4. One concrete offer. A starter package with a price and a delivery time. Naming a price filters out tire-kickers and marks you as a professional.
  5. One clear question. "Want me to send my full portfolio?" is easy to answer with a yes.

The sample link is the load-bearing wall of the whole pitch. Before contacting anyone, make sure you have a UGC portfolio with at least 3 videos in the niche you are targeting.

3 copy-paste templates

Template 1: cold email

Subject: UGC video for [product]

Hi [first name],

I'm [your name], a UGC creator in [niche]. I've used [product] for [time period] and saw you're running ads on [platform]. I recently filmed a 30 second ad-style video for a similar product: [link]. If you'd like this style of video for [product], my starter package is [price] with delivery in [X] days. Want me to send my full portfolio?

[Your name]

Template 2: Instagram DM

Hi [first name]! I'm a UGC creator in [niche] and an actual customer of [product]. I make short ad-style videos that brands run on TikTok and Meta. Here's a recent one: [link]. Open to a quick test with [product]? My starter package is [price], delivered in [X] days.

Template 3: follow-up, 4 to 5 days later

Hi [first name], quick follow-up on my last message. Since then I've finished a new [niche] video: [link]. If UGC isn't a priority right now, no worries at all. If it is, I'd love to shoot a first test for [product]. Should I send over my packages?

Adapt the wording to your voice, but keep the structure: short, specific, one sample, one ask.

What kills a pitch

  • Length. Nobody reads 300 words from a stranger. Under 100 words, always.
  • Generic openers. "Dear brand, I love your products" gets deleted on sight.
  • No sample. "Portfolio available on request" means asking for a favor before showing any proof.
  • Multiple asks. Rates, a call, a collab and an affiliate deal in one message reads as noise. One question only.
  • Follower talk. UGC runs on the brand's channels. Brands care whether your video sells, not how many people follow you.
  • Desperation. No discounts up front, no "I'll work for free". Professionals name a price.

How many pitches should you send, and when to follow up?

Volume with specificity is the whole game. A realistic rhythm:

  • 10 to 15 personalized pitches per week. That beats 100 generic ones every time.
  • Day 0: pitch. Day 4 or 5: one follow-up. Day 10 to 12: optional second follow-up with a new sample. Then stop and re-pitch that brand in 2 or 3 months.
  • Expect single-digit reply rates at first. They climb as your samples and targeting sharpen. If 30 pitches bring zero replies, change your sample or your target list, not just your volume.

Pitching is one of three client channels, alongside a marketplace profile and posting your work publicly. For how the three fit together, read our guide to getting your first UGC clients.

The endgame: make brands come to you

Every cold pitch starts from zero. On a marketplace, the brand arrives already convinced it needs UGC and compares creators and packages. Publishing a profile on UGC MATCH is completely free: no subscription, no listing fee, just a 10% commission when an order is completed, so you keep 90% of what you earn, with payment secured through Stripe escrow before you film. Browse the creator catalogue to see how established creators present their packages.

Pitching brings momentum this month; a profile compounds every month after. Run both, and for the full roadmap read our guide to becoming a UGC creator.

Create your free creator profile on UGC MATCH →

Frequently asked questions

How many brands should I pitch before expecting replies? Plan for 30 to 50 personalized pitches before judging results. At 10 to 15 pitches per week with a solid sample, most consistent creators see their first serious replies within a few weeks.

Should I include my price in the first message? Yes, as a starter package with a delivery time. It saves a round of back-and-forth, filters brands with no budget, and signals you run your UGC work like a business.

Is email or Instagram DM better for pitching brands? Email wins when you can find a named founder or marketing lead. Instagram DM wins with small brands where the founder runs the account. Pick whichever reaches a real person directly.

What if a brand never answers? Follow up once after 4 or 5 days, optionally once more with a fresh sample, then move on. Silence is normal at this volume; re-pitch in 2 or 3 months with new work.